Technology Media Pros Discuss Transparency in Financial Reporting and Media Communications

September 15, 2009

bweventswrapupheader

Business Wire Silicon Valley hosted “Transparency in Financial Reporting and Media Communications,” with a panel  featuring technology media writers and editors discussing the most important issues in corporate disclosure and investor relations. The panel, moderated by Steve Trousdale, Business Editor for the San Jose Mercury News, included:

L-R: Steve Trousdale, Aaron Ricadela, Michael Liedtke, Shana Lynch

L-R: Steve Trousdale, Aaron Ricadela, Michael Liedtke, Shana Lynch

The event, held at The Tech Museum of Innovation in San Jose, was attended by more than 55 area investor relations, public relations and media relations professionals.  Among the key tips and observations offered by the panel:

Steve Trousdale

  • PR and IR professionals should research the appropriate reporter for their story and tailor a sophisticated and creative pitch.
  • Please don’t call and ask “Who covers the Internet?”  This reflects poorly on your communications and messaging team.
  • He is more skeptical when reading earnings releases now after the tech crash in the late 90’s, so they have a keep eye for seeing the story and reading between the jargon.
  • To build and foster relationships with his news room, please offer the CFO and other key IR professionals for interviews, briefings, one on ones, etc.
  • The Mercury News enjoys working for exclusives, but as they compete with the Wall Street Journal and the New York Times, being transparent about who also has seen the press release is a best practice.

Aaron Ricadela

  • Believes PR and IR professionals should provide unfettered access to earnings calls.
  • Believes the most successful IR press release is composed clearly and that it should be easy to read.
  • Reporters at BusinessWeek do use Twitter and he believes it’s a solid way to build relationships w/ his newsroom.  Sharing tweets with relevant topics and industry chatter is valuable to them.
  • He’s not a fan of “investor days” as he would rather do a one-on-one interview.
  • PR and IR professionals also need to understand how to communicate smaller companies in a broad way, so that round-up stories and trend pieces are timely.

Michael Liedtke

  • IR professionals need to keep the writing clear in an earnings press release and offer the bottom line and top line.
  • They can quickly find the “spin” and jargon and have distaste for that language, especially since they can easily do research and see the “real story.”
  • It’s necessary for PR and IR professionals to do their homework to foster best media relations practices.
  • Do not send template PR or IR pitches. 
  • For smaller to mid-size companies, he recommends pitching a trend story or a round-up piece to connect to a larger news.
  • Companies he believes consistently push out “A+” earnings releases include: Intel, Microsoft and Oracle.
  • An industry that he covered that he considers a “poor” performer re: earnings releases include most newspaper companies.  They don’t share information well and are not strong with financial reporting.

Shana Lynch

  • All reporters on staff use Twitter, and she believes this is a fantastic way to build relationships, find leads, etc.
  • She recommends that all PR and IR professionals read the weekly and do archive searches before contacting or pitching.
  • Email is the best way to contact a reporter and to pitch a story.
  • They are interested in exclusive stories and news, but will only do so if the breaking news has not been offered to another media point.
  • A local angle is key to circulation and appeal, so please do your homework, as the BizJournal company covers the entire country.
  • The clean tech industry is also something they are covering a lot of and believe is the strongest trend.

Local Business Wire offices host several events each year on PR, IR, SEO, media and other topics.  To find out about upcoming Business Wire events both in your area and online, visit the Events section of BusinessWire.com.  And follow the #bwevents hashtag on Twitter for real-time updates during events.


Upcoming Business Wire Events – August 20 Edition

August 20, 2009

bwupcomingeventsheader2

Join Business Wire experts in your area for media breakfasts, panel discussions and other insightful events. We bring local media members and industry thought leaders to your market to discuss today’s most relevant topics, from writing for SEO to marketing with social media. Best of all, Business Wire events are usually free of charge. Check out some of our upcoming events in your area:

The Future of How Global News Is Delivered and the Rise of the Fractured Communications Class

Hosted by Business Wire Denver

With all the talk about social media and the decline of traditional media, it is clear that we have more communication vehicles than ever and consumers are absorbing their information from multiple niche sources, rather than a few primary ones. With the pressing need to keep our conversations meaningful, can we still reach mass audiences and demonstrating ROI? Joe Hodas, Senior Vice President, Brand Communications at Vladimir Jones, moderates a panel including: Steve Snyder, Director, Corporate Communications, Frontier Airlines; Michael Booth, Anchor Team Writer, The Denver Post; Eric Elkins, CEO and ePR/Social Media/Marketing Strategist, WideFoc.us; Jack Maher, Executive Producer, 9News; and Sandi Garcia, Communications and Public Affairs Director, The Kempe Foundation, Kempe Children’s Center. This event is free for Business Wire members and $20 for non-members.

Thursday, August 27 at 8am MDT
Denver Athletic Club
1325 Glenarm Place, Denver, CO 80206
To register: Please RSVP by Monday, August 24th to JoAnne Hirsch at joanne.hirsch@businesswire.com

Transparency in Financial Reporting and Media Communications

Hosted by Business Wire Silicon Valley

It has become increasingly difficult for the public, investors and regulators to understand how public companies report their corporate stories. With the recent financial crisis, there is a greater need than ever for transparency in reporting financial performance, as well as meeting corporate disclosure and accountability standards. Join Business Wire Silicon Valley and an expert panel for a discussion on corporate transparency, media communications, best practices and experiences in covering financial news from the larger tech companies in the Bay Area. Business Wire and the Tech Museum of Innovation will host the panel, which will be moderated by Steve Trousdale, Business Editor, San Jose Mercury News and will include Aaron Ricadela, Business and Tech Writer for Business Week, Shana Lynch, Associate Editor for the Silicon Valley Business Journal and Michael Liedtke, Tech Reporter, The Associated Press. This event is free for Business Wire members and $15 for non-members.

Thursday, September 3 at 8:30am PST
The Tech Museum of Innovation
201 South Market Street, San Jose, CA 95113
To register: Please RSVP to Eric Baker at Eric.Baker@businesswire.com or call 408.970.4550 by Tuesday, Sept. 1 with the subject line: “Media Breakfast: Transparency in Financial Reporting and Media Communications”

For more upcoming local Business Wire events or to see what’s coming up in our award-winning webinar series, visit http://www.businesswire.com/portal/site/home/business-wire-events.

Follow Business Wire events on Twitter! Hash tag #bwevents


Follow

Get every new post delivered to your Inbox.

Join 39,436 other followers

%d bloggers like this: